Exploring Consumer Fanaticism: Extraordinary Devotion in the Consumption Context

This paper explores the phenomenon of fanaticism through qualitative in-depth interviews to learn about the characteristics associated with extraordinary devotion to consumptive objects. Findings showed inertial (addictive and obsessive-compulsive) elements associated with fanaticism, however, contrary to common portrayals, this is not always detrimental to the individual. It also showed that fanaticism involves managing the fine line between extreme levels of enthusiasm that is positive and fulfilling, versus non-sustainable borderline-dysfunctional levels of enthusiasm that may turn into something darker or problematic.



Citation:

Emily Chung, Michael Beverland, Francis Farrelly, and Pascale Quester (2008) ,"Exploring Consumer Fanaticism: Extraordinary Devotion in the Consumption Context", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 333-340.

Authors

Emily Chung, University of Melbourne, Australia
Michael Beverland, University of Melbourne, Australia
Francis Farrelly, Monash University, Australia
Pascale Quester, University of Adelaide, Australia



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles

Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University

Read More

Featured

K9. Measuring Internet Slang Style in Advertisement: Scale Development and Validation

Shixiong Liu, Shenzhen University
Yi Wu, Tsinghua University
Wu Gong, Shenzhen University

Read More

Featured

Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.